The executive summary reads: By 2016, advertisers will spend $77 billion on interactive marketing — as much as they do on television today. Search marketing, display advertising, mobile marketing, email marketing, and social media will grow to 35% of all advertising spend as they are embedded in the marketing mix. We expect this growth to help firms become adaptive, kill off daily deals, re-emphasize marketing's "p's," and turn consumer electronics into audience-targeting tools.
I violently disagree with how VanBoskirk and her colleagues continue to equate "advertising" with "marketing" as they have done in the report. (Re-read the title of the report and the executive summary and pause on the words "advertising" and "marketing" to see what I mean.)
Prior to the web, organizations had only two significant choices to attract attention: Buy expensive advertising or get third-party ink from the media. But the web has changed the rules. The web is not TV. Organizations that understand the New Rules of Marketing & PR develop relationships directly with consumers like you and me. That costs zero (unless you count the human resources cost).
We now have a tremendous opportunity to reach niche buyers directly with targeted information that costs a fraction of what big-budget advertising costs.
A representative of Forrester sent me a copy of the current report. There is certainly a great deal of interesting information in it. I'm sure the data will be valuable for CMOs and executives as they plan 2012 budgets.
However, I wish that Forrester analysts would look at the new ways that companies can reach people online as more than just a check box that you can spend advertising dollars on.
I also wish that they would not continue to intermix the terms "advertising" and "marketing" as this makes it difficult for CMOs to make the transition to a world where there are alternative ways to reach an audience other than spending buckets of money on expensive advertising campaigns.